Airtel's fab four: People behind the 'Har ek friend...' campaign

26 Sep, 2011

Text courtesy: Neha Dewan | ET Bureau

Har ek friend zaroori hota hai' advertisement is clearly the best Airtel has expressed itself in a long time. The country's largest mobile operator's numerous campaigns in the past 3-4 years — including its around Rs 300-crore rebranding, complete with new logo and signature tune, in November last — failed to match the buzz that Vodafone's Zoozoos, pug and Idea's 'What an idea, Sirji' created.

Then came the friendship campaign last month and it brought Airtel back in the limelight. And back of a 31% fall in the last quarter of 2010-11. ET takes a look at the people behind the campaign, Airtel's own Fab Four: Airtel Brand Head Mohit Beotra, Taproot India Chairman and Co-Founder Agnello Dias, lyricist Amitabh Bhattacharya and music director Ram Sampath.